The marketing mix is ​​renewed to meet today’s challenges 

The phrase marketing mix reminds many of its first models, such as the so-called 4p model. Along with this 4p model, there have been other models of the marketing mix, the most popular ones perhaps being the 7p and 4c. In this article, we will deal with these three models superficially, so that you can get at least an introductory understanding of them. In addition, for you most enthusiastic marketing mixers, we will list a few slightly more recent models at the end of the article.

However, since all of these are, in my opinion, only different versions of the marketing mix, the common term that I will use in the text is marketing mix. I believe it will be much clearer for you readers.

The basis of the marketing mix 4Ps

So let’s start digging into this basic model a little. The 4p model dates back to the 1960s, when Jerome McCarthy published it. Later, many other famous people in marketing have introduced it and published their own versions of it.

The four Ps

• Product
• Price
• Place
• Promotion

At the center of these four elements is the targeted market, and all measures should always be mirrored in this target market. The product must be one that succeeds in the targeted market. The product’s price must be in line with the target market’s ability to pay. The task of the place is to ensure easy availability of the product to the target group. Last, but by no means least, marketing communications must bite the target group like a shark in a 70’s cult movie.

Extended version, 7Ps

Another well-known model of the marketing mix is ​​7Ps, where three more Ps have been introduced alongside the four mentioned above. These three extra Ps are as follows:

• People
• Processes
• Physical evidence

These three extra Ps naturally each bring their own added value to the marketing mix. The People section covers both the customer role and the people employed by the company and how they can strengthen marketing. For example, loyal regular customers who recommend a product or the added value produced by particularly skilled professionals employed by the company.

Process refers to the company’s processes, which are related to the delivery of the product or service to the customer from the very beginning to the end. This is also essential to take into account in terms of marketing, how it affects marketing.

Physical proof, on the other hand, deals with reliability, and especially for services, it would be important to have physical proof that the service was produced. Of course, the company’s other physical evidence of service production, for example premises, etc., are also relevant here.

4c, customer-oriented approach

The 4c ​​model is a marketing mix version published by Robert F. Lautherborn in 1990. This model aims to approach the marketing mix from the customer’s point of view.

• Consumer
• Cost
• Convenience
• Communication

Consumer refers to the consumer’s needs and desires, how they should be at the center when thinking about the marketing mix. The cost, on the other hand, covers in addition to the price, for example the time spent by the consumer to purchase the product, as well as other monetary and non-monetary costs. Convenience, means how consumers of the targeted market are used to making their purchases, it could very well be from an online store, for example. Communication, on the other hand, refers to building a genuine conversational connection with the consumer, i.e. no longer producing one-sided marketing communications, but also listening to the consumer. An example of marketing in this direction could be H2H marketing.

Other versions of the marketing mix

At the beginning of the text, I promised to tell you a few extra tips for the hardest marketing mixers, so let’s throw in the extensions 5p and 9p of the 4p model. 5p covers the 4 above and also includes people, which is also part of the 7p model. The 9p model is a slightly modified and expanded 7p model. The 9p includes:

• Planning and research
• Product
• People
• Price
• Promotion
• Place
• Partners
• Presentation
• Passion

Then there is the 7c model, i.e. the extended 4c model, which includes caring, co-ordinated and confirmation in addition to the four Cs.

Marketing mix summarized

There are many different marketing mixes and there are many opinions about them. However, in my opinion, at least a beginner marketer should first understand these simple models and after understanding them, only then start thinking about whether one of these broader models still brings much-needed added value. And as always, we at Kubla are enthusiastic marketing professionals, so you can turn to us when you need expert help.

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